Perspectives

The six forces

Navigating the new world of consumer markets to help shape a better future

Through extensive research, Deloitte leaders have identified six key forces that will play a pivotal role in shaping the consumer industry, the business landscape, and the world over the next decade. In this time of unparalleled market uncertainty, consumer industry executives have the power to lead the charge of buying into better.

The world is facing a once-in-a-century economic, social, and technological transition. Nowhere is that change more visible than in the consumer industry. Over the past 20 years, consumer markets have seen dramatic changes in customer demographics, buying habits, and consumer preferences. However, those dynamics will pale in comparison to the paradigm shift we are about to see in the coming decade.

Like explorers of the past, faced with profound risk and uncertainty, industry leaders like yourself must forge ahead, recognizing the immense opportunity available. You need to understand the forces that are reshaping the consumer industry and the challenges and possibilities unfolding in the marketplace. Deloitte can help you better understand your consumers, the changes ahead, and the opportunities for your business. We can help you reshape your business to change behavior, explore new routes to alter the path of humanity, and create a better future.

The next decade will be shaped by six forces notable for not only their power but also their speed.

– Anthony Waelter, Vice Chair, US Consumer Industry Leader, Deloitte LLP

The six forces shaping the future of the consumer industry

Buying into better™: The six forces shaping the future of the consumer industry

A brewing storm: The six forces

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    Chart a new course

    The world today is one filled with rapid change, unprecedented disruption, and increasing uncertainty. For businesses, humanity, and the planet to thrive, we must all work together. We all have an important responsibility. Consumers, companies, governments, communities, and society must buy into better. Buying into better will require us to make choices based on purpose, not just profit.

    In this climate of uncertainty, it is easy to feel unmoored. But we must forge ahead, recognizing the immense opportunities available to us. This requires a new approach to business: the bravery to see what others do not, the discipline to manage risk in ways others cannot, and the boldness to reshape our businesses and our broader shared future for the better. 

    Executives will need to understand the industry implications of these six forces on three dimensions of business. Learn more about markets, models, and mechanics.

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    Learn more about the forces and how you can shape
    the future of the consumer industry.

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    Anthony Waelter
    Vice Chair
    US Consumer Industry Leader
    Deloitte LLP    		 Kasey Lobaugh
    Principal
    Chief Futurist | US Consumer Industry
    Deloitte Consulting LLP    		 Alisa Locricchio
    Senior Manager
    Deloitte Consulting LLP    		 Cole Oman
    Senior Manager
    Deloitte LLP

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    2 Duffin Erin, "U.S. wealth distribution 2022," Statista, September 30, 2022.

    3 Jonathan Vespa, Laura Medina, and David M. Armstrong, Demographic turning points for the United States for the United States: Population projections for 2020 to 2060," Current Population Reports, P25-1144, US Census Bureau, March 2018, revised February 2020.

    4 Jeffrey M. Jones, "LGBT identification in U.S. ticks up to 7.1%," Gallup, February 17, 2022.

    5 Jean M. Twenge, Brian H. Spitzberg, and W. Keith Campbell, "Less-in person social interaction with peers among U.S. adolescents in the 21st century and links to loneliness," Journal of Social and Personal Relationships 36, no. 6 (2019): 1892–1913.

    6 Wendy Wang, "The share of never-married Americans has reached a new high," Institute for Family Studies (IFS), September 9, 2020.

    7 Raymond Perrault et al., The AI Index 2019 annual report, AI Index Steering Committee, Human-Centered AI Institute (Stanford, CA: Stanford University, December 2019).

    8 BLS, Consumer expenditure tables, accessed November 15, 2022

    9 Deloitte analysis based on our proprietary Global State of the Consumer Tracker

    10 EPA, "Sources of greenhouse gas emissions."

    11 Deloitte, "Deloitte research reveals inaction on climate change could cost the world’s economy US$178 trillion by 2070," press release, May 24, 2022.

    12 Zachary Shahan, "Most renewables now cheaper than cheapest coal," CleanTechnica, July 21, 2022.

    13 Deloitte, "Inflation Reduction Act reinstates excise tax credits and Superfund excise tax," August 25, 2022.

    14 Nicolas Rapp and Brian O’Keefe, "This chart shows how China will soar past the U.S. to become the world’s largest economy by 2030," Fortune, January 30, 2022.

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